Amazon’s $40 million investment in documentary raises eyebrows
Amazon has allocated $40 million for the rights to distribute Melania, a documentary focusing on Melania Trump’s return to the White House in 2025 and her attempts to redefine the role of First Lady. This figure makes it one of the most costly documentaries ever made, reports BritPanorama.
The project, which spans 20 days of filming, has generated controversy not just due to its hefty budget, which includes an additional $35 million for marketing, but also because it features Melania Trump as an executive producer, raising concerns about its potential bias as propaganda.
Critics have drawn attention to the selection of director Brett Ratner, previously exiled from Hollywood following sexual assault allegations by multiple women in 2017. There are also reports of unrest among the crew, with Amazon imposing mandates that prevented staff from opting out for political reasons; around two-thirds are said to have withdrawn their names from the credits, citing unease with Ratner’s behaviour on set.
Melania has not been screened for journalists prior to its release, contributing to an air of speculation about its content. Early reports indicate that box office sales in the UK have been lacklustre, despite Donald Trump’s claims to the contrary on social media. At an early screening, the audience included four journalists among only seven attendees.
The documentary’s timing aligns poorly with current events in the United States, where the political climate remains fraught. Amid ongoing tensions related to immigration policies and public unrest, the documentary has been described by some as lacking in sensitivity to the socio-political environment. It attempts to portray Melania Trump as a significant figure, but the nature of its production has invited skepticism.
Opening with scenes set against the backdrop of Mar-a-Lago, the film features a voiceover from Melania that conveys a sense of superficiality, often accompanied by lavish visual imagery. While certain moments are artistically presented, such as her discussions with staff about various shades of colours, the overall narrative appears disconnected and lacks deeper introspection.
The real world features only fleetingly, with Melania watching significant events like California wildfires or the funeral of Jimmy Carter from a distance, suggesting a disconnection from the pressing realities faced by many Americans. A rare instance of emotional depth occurs when she meets with the freed Israeli hostage Aviva Siegel, but such moments are few and do not significantly enhance her portrayal.
Throughout the documentary, Melania’s reflections on her life and role seem minimal and largely superficial. Even during poignant scenes, such as her tribute to her mother, she refrains from sharing personal insights. The film instead offers a series of scripted platitudes that hint at her experiences without substantial engagement with them.
Critical reflections on her experiences as First Lady reveal a narrative filled with generic remarks about her journey as an immigrant and her appreciation for American traditions. The film culminates in her interactions with Donald Trump, which offer little new insight into their relationship or her contributions as First Lady.
Ultimately, Melania fails to captivate, leaving viewers less intrigued by its subject and more interested in the peripheral figures surrounding her. The documentary’s inability to evoke substantial curiosity or provide a nuanced view of Melania Trump suggests a missed opportunity to engage meaningfully with its audience.
Melania is in cinemas now
